The Effects of Perceived Risks and Perceived Quality on Purchase Intention-The Case of COSTCO and KIRKLAND

• Main Authors: Shen-Yuan Pan, 潘聖元
• Other Authors: 曾義明
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/78778531848741293595

碩士 === 淡江大學 === 國際企業學系碩士在職專班 === 100 === Lately, it is more and more easier to find private products in the retail environment in Taiwan.Private brands can bring profits, nowadays, consumers are more familiar with private brands;therefore have made significant inroads into retail industry and influenced consumers’ purchase behaviors. The purpose of this study is to investigate the consumer’s purchase intention toeard retail store brands , the factors that influence it. in the hope to offer contribution to the development of the wholesale business. This study adopted a survey research design, were collected COSTCO member in COSTCO store of sigi’s retail stores. 1、Perceived brand image of retail store would influence consumer’s purchase intention. 2、Better store image can not only reduce consumer but also promote quality of store brand products. 3、Furthermore consumers who have higher perceived quality would have higher purchase intentions toward retail store brands. According to the result of the study, it is suggested that the wholesale stores, if want to improve the customer wishes to purchase, can provide better shopping environment and establish a good image of the store, and to provide comprehensive after-sales service, to enhance customer purchase intentions. Another study also found that consumers have begun to accept its own brand products, Therefore, strictly control the quality of own-brand products will greatly enhance its own brand of sales.